International Trade Fairs: Firms and Government Exhibits

Summary

International trade fairs are important marketing events for countless firms around the world. Yet despite being important, surprisingly little empirical research has been undertaken in this area. This chapter helps to fill the void. It focuses on international trade fair exhibits that have been organized by government, and examines the behaviour and results of 367 firms exhibiting at 48 international trade fairs in the 1984–86 period. The analysis proceeds at two levels. First, the entire sample is considered so as to provide some benchmark data. Second, recognizing the heterogeneity of firms in the sample, this is followed by analysis of three distinct types: first-time, expanding, and continuing exporters. Trade fairs are found to produce good overall results but considerable variation exists among the participating firms. Continuing exporters generate the most consistent sales, while first-time exporters do less well in sales terms but appear to learn much from participation. Expanding exporters do least well as a group — producing very inconsistent sales and not seeming to benefit so much from the trade fair experience. These results are discussed and possibilities for improving government programming are suggested.